The Art of Franchise Marketing
The Art of Franchise Marketing takes a deep dive into the franchise space and explores how the biggest and best brands handle national branding, franchise development, employee recruitment, and localized marketing on a daily basis. Netsertive talks shop with franchise executives to discuss what’s working, what’s not, and answers the question - what else can you be doing to excel at The Art of Franchise Marketing.
The Art of Franchise Marketing
Mastering Multi-Brand Franchise Marketing with Burke Cueny
In this episode of The Art of Franchise Marketing, host Erin Martin sits down with Burke Cuny, EVP of Alliance Franchise Brands, to discuss the complexities of leading marketing for a portfolio of more than 600 franchise locations across North America. Burke shares his journey from overseeing a single division to managing both sign and print brands, offering insights into restructuring teams, merging brands, and optimizing marketing operations.
The conversation explores key topics such as:
- The shift from a generalist marketing approach to a specialized internal agency model
- Balancing internal capabilities with external agency support
- The debate between a "house of brands" vs. "branded house" marketing strategy
- The resurgence of print and direct mail in a digital-first world
- The power of integrated tech stacks and digital attribution in franchise growth
Burke reflects on his early career at Domino’s, where franchisee insights helped drive innovation, menu expansion, and a game-changing rebrand. Tune in for expert perspectives on structuring franchise marketing teams for long-term success.